About PUROSI

Transforming Leadership, Culture, and Performance

PUROSI is the first management advisory and human capital development firm from Finland built for organisations in Japan.

Through our AI-powered program and research-based PUROSI Method, we help organisations build the internal capabilities that drive performance, innovation, and productivity, grounded in a culture of psychological safety. PUROSI was built in Finland, a country ranked the world's happiest every year since 2018, with some of the shortest working hours of any developed economy. Our work helps organisations in Japan build cultures where wellbeing and performance reinforce each other.

Why Japan, Why Now?

Japanese organisations are navigating a period of significant change. Expectations around wellbeing are rising, leadership and communication face new demands, competition for talent is intensifying, the workforce is ageing, and the pressure to innovate and perform with fewer resources keeps growing. Employees, in turn, increasingly value clarity, purpose, connection, and more sustainable ways of working.

We believe sustainable performance is built when people understand themselves, feel psychologically safe, and have the ability to lead themselves and others with intention.

Finland and Japan are not as different as they might appear on the surface. Both value harmony, reliability, collective responsibility, and long-term thinking. Both are grounded in hard work and dedication. These qualities support exceptional quality and strong execution. PUROSI was built on this recognition.

And yet much of that capability does not always fully surface. The talent is there. What many organisations are now seeking to add is the next layer, psychological safety, enabling the freedom to question, to try something new, and to do so within a relationship of trust. Where that fundamental layer is in place, the gap between what employees are capable of and what the organisation achieves begins to close.

Finland offers a useful reference point. With just 5.5 million people and some of the shortest working hours in the developed world, Finland is also among the most productive, innovative, and globally competitive nations.

Productivity, innovation, happiness, and wellbeing reinforce each other in Finnish organisations, with psychological safety at the centre.

Culture cannot be copy-pasted.

This is why PUROSI does not teach fixed formulas. We guide organisations to discover their own sustainably productive way of working. The PUROSI Method draws on the strengths of both countries. From Finland, proven coaching practices and life principles that support psychological safety. From Japan, dedication, harmony, and community-focused growth.

This cultural synthesis is at the heart of PUROSI's effectiveness. Together with our clients we build future-ready and globally competitive organisations.

"Japanese organisations have everything they need to be among the most productive in the world. Our work is about helping them in their own way, developing the conditions under which their people can bring their full capability to work."

– Coaches Satu Ahlman & Nora Tåg

What Makes PUROSI Unique

PUROSI delivers a research-based, practical approach to human capital development that is culturally aligned with Japan.

The only hybrid program in Japan that strengthens self-awareness, resilience, and self-leadership at scale
A focus on mindset and behaviour change that drives genuine cultural transformation
AINO, PUROSI’s proprietary AI coach designed by one of the world's first certified AI coaching practitioners, offering personal, on-demand reflection at scale
A guided structure that supports busy professionals without adding to HR workload
A balanced approach to performance, wellbeing, clarity, and human connection

PUROSI collaborates with Aalto University Executive Education, one of Finland's leading research universities, and works in partnership with Mercuri Urval Japan, a global leader in leadership advisory and talent assessment. Current engagements include Big 4 professional services firms and leading Japanese industrial and manufacturing organisations.

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An overview of PUROSI and our unique approach to personal and professional growth.
A detailed outline of the program and what it includes.

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Our Philosophy

PUROSI is a name with roots in both Finland and Japan. In Finnish, purosi translates to your stream. The root puro describes a small river flowing continuously throughout the year, and si indicates possession. In Japanese, pro sits naturally inside the name as the familiar word for professional. The name reflects what PUROSI is built to support, a steady and continuous path of personal and professional growth.

A stream represents steady movement, continuous growth, and natural progress. It reflects our belief that development happens step by step, with intention, clarity, and connection to the people and communities around us.

This philosophy guides everything we do at PUROSI.

Growth is humane.
Growth is continuous.
Growth is personal and collective, embracing harmony and shared success.

The Coaches

Satu Ahlman

Performance Coach
Chair of the Board, Co-Founder
[email protected]

Nora Tåg

Certified Business Coach
CEO, Co-Founder
[email protected]

Satu Ahlman is a performance coach and leadership advisor with close to two decades of global work in leadership and culture, including first-hand experience in C-level and board roles across the Nordics, the Middle East, and Japan. She is known for a systemic approach that connects daily mindset and behaviours to sustainable individual and team performance, and for being a trusted advisor to senior leaders working in complex, high-stakes environments.

"I am a firm believer in a systems approach to life and optimising, balancing and enhancing behaviours, mindsets, resilience, and performance."

- Satu Ahlman

Nora Tåg is a certified business coach, serial entrepreneur, and strategic communications advisor with extensive experience supporting global organisations and leadership teams. She holds an AI Coaching certification from an ICF-accredited training programme, among the first coaches in the world to do so. Tåg is a trusted sparring partner for executives aiming high while protecting their wellbeing. She also serves as Vice Chair at the Finland-Japan Chamber of Commerce (FJCC).

"My passion is to help individuals, teams, and organisations recognise their potential and build success based on values and strengths."

- Nora Tåg

"

First and foremost, I would like to say, thank you Ahlman, from the bottom of my heart! With her guidance, I was able to change the direction of my life.

- Account Director

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Tåg is an excellent listener and observer. Challenges were approached from various angles as Tåg guided the conversation. Solutions or keys to solutions were always found in our own hands after a shared conversation.

- CEO

"

Ahlman is a great professional coach with in-depth experience in the business world. She has an excellent practical approach with real-life examples and pushing to think and act outside the norms.

- Director

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Ahlman’s love for cultural diversity made her successful in all kinds of multicultural environments, quite everywhere in the world. She creates excellent relationships with people and has a strong impact.

- Senior Partner

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Tåg is empathetic, understanding, wise, and skilled. She knows how to ask the right questions at the right time. Tåg is a seasoned professional, and her approach to coaching is truly excellent.

- Manager

"

I was happy to be coached by Ahlman for several months during the past year. Ahlman's ability to make a comprehensive analysis of the client's situation is something unique. She has extensive knowledge of performance, resilience, productivity and human capacity.

- CEO

"

The coaching process with Tåg was a fantastic journey! Tåg is present and asks questions at the right places, opening up new thoughts. She creates an open and safe space for the coachee to be truly themselves.

- Head of AI tech

"

Tåg has a wonderful way of connecting with people and genuinely getting to know them with an open mind. Tåg's positivity is contagious, and it was a joy to work on important matters with her.